De Beers DiamondProof: Instant Natural Diamond Verification for Retailers
4th March 2025, Kathmandu
De Beers Group announced that its innovative retail-facing diamond verification device, DiamondProof, has landed in select retail stores for the first time, giving consumers the ability to witness just how quickly the device can distinguish natural diamonds from non-natural diamonds, such as laboratory-grown diamonds (LGDs) and diamond simulants, providing a tool for retailers to help educate their customers on the differences between natural diamonds and other products.
De Beers DiamondProof
With research showing that almost half of consumers are unaware that LGDs can be readily detected, this easy-to-use device will enable retailers to show their customers just how quickly natural diamonds can be identified.
Early adopters of DiamondProof include some of the largest jewellery retailers in the U.S. The device will also be available in a number of independent retail outlets to ensure this technology reaches consumers in a variety of retail environments.
The first DiamondProof prototype instrument was unveiled at the JCK show in Las Vegas in June 2024 and has been developed to rapidly and easily screen both loose diamonds and those set in jewelry. With a zero percent ‘false positive rate*,’ the device will never mistake a lab-grown diamond for a natural diamond and delivers results within seconds.
Sandrine Conseiller, CEO of De Beers Brands, said: “Natural diamonds and LGDs are two fundamentally different products. Natural diamonds are rare, one-of-a-kind miracles of nature that come to us from the earth through heat, pressure, and time. This incredible journey is what makes them the ultimate marker of life’s most profound emotional moments. Consumers should be able to have confidence in such a meaningful purchase, and DiamondProof allows retailers to offer them greater peace of mind. We are in a new era of transparency at retail, and customers deserve to know what they are buying.”
Sarandos Gouvelis, SVP, Pricing, Product and Technology Development at De Beers Group said: “By rapidly and reliably identifying whether a diamond is natural, DiamondProof is instrumental in enhancing consumer confidence in natural diamond purchases. Consumers deserve clarity, and having DiamondProof available in retail settings helps them make informed decisions while appreciating the unique value and story behind each natural diamond. With decades of leadership in synthetic detection technology, we are committed to providing the level of transparency that consumers expect.”
*By leveraging technology similar to that used in De Beers’ SynthDetect instrument, the vast majority of natural diamonds will pass DiamondProof without requiring referral for further testing, with less than 1% needing additional evaluation. This advanced technology also ensures a 0% false positive rate for natural diamonds, guaranteeing that no synthetic diamonds will be mistakenly identified as natural.
About De Beers Group
Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing, and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia, and South Africa.
Innovation sits at the heart of De Beers Group’s strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers Jewellers and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiat
De Beers Group is committed to Building Forever, a holistic and integrated approach for creating a better future – where safety, human rights, and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal opportunities for all. De Beers Group is a member of the Anglo American plc group.
For more: De Beers DiamondProof
